Selling the invisible, a field guide to modern marketing, Harry Beckwith
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Selling the invisible, a field guide to modern marketing, Harry Beckwith
Language
eng
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Main title
Selling the invisible
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Oclc number
192105747
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Harry Beckwith
Sub title
a field guide to modern marketing
Summary
Selling the invisible is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. Selling the invisible covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as: Greatness may get you nowhere -- Focus groups don'ts -- The more you say, the less people hear -- Seeing the forest around the falling trees
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